• 沒有找到結果。

藥妝量販店自有品牌與消費者因素對購買行為之影響

N/A
N/A
Protected

Academic year: 2021

Share "藥妝量販店自有品牌與消費者因素對購買行為之影響"

Copied!
26
0
0

加載中.... (立即查看全文)

全文

(1)

The

The

The

The influence

influence

influence

influence of

of

of

of t

tt

the cosmeceutical hypermarket own brand and

he cosmeceutical hypermarket own brand and

he cosmeceutical hypermarket own brand and

he cosmeceutical hypermarket own brand and

consumer factors

consumer factors

consumer factors

consumer factors

on

on

on

on

b

bb

buying behavior

uying behavior

uying behavior

uying behavior

D9978781 D997880嫺 D9933嫺90 D9933嫺09 D9978938 D9920677 D9978794

( )

(2)
(3)

Abstract

The purpose of our study is to explore how cosmeceutical hypermarket own brand and consumer factors will influence consumers' buying behavior. In this study, sampling objects were once shopped in Watson and Cosmed. The study use

questionnaire survey, and quantitative analysis. The expected results includes that its own brand image, quality and price will influence consumers' purchase motivation and purchase intention; consumers’ socio-economic status and lifestyle will affect their brand loyalty. However, if consumers' economic capabilities, and its own brand can keep their image, quality and price, it still can attract consumers purchasing. Therefore this study are expected that own brand image, quality and price will be the main factors that influence consumer buying behavior. The study anticipates that the own-brand companies can use this results to strength the three main factors above to improve their competitiveness in the market.

Keyword:

own brand consumer factors loyalty purchase motivation purchase intention

(4)

嫺 嫺 嫺 6 7 7 7 8 10 11 12 14 14 14 16 19 19 20 22

(5)

M

( ,2007; ,2011) ( , 2010)

(6)

:

(7)

199嫺 1987 ( 200嫺) 33 9,700 1987 440 20-40 2 2 199嫺 7-ELEVEn 92 20% 2012 2 3嫺嫺

(1998)

(8)

Kent (1982)

Lichtenstein, Ridgway,and Netemeyer (1993)

Marcel

Park, Jaworski and MacInni(1986)

Rao and Bergen(1992)

(9)

and Dick, 1996)

(Png and Reitman, 199嫺) Raju et al.(199嫺)

Hoch and Banerji (1993)

Starzynski (1993)

(2004)

(Gabor and Granger, 1979; Lumpkin,

Hawes, and Darden, 1986)

(Lichenstein, Ridgway, and Netemeyer,1993)

(Batra and Sinha, 2000)

Plummer(1974)

Engel Blackwell and Kollat(1982)

(10)

(Parasuraman,Zeithaml

and Berry, 1991) Selnes (1993)

(Dick and

Basu,1994) ( )

(Hepworth and Mateus,1994)

(Jones and Farquhar,2003)

Aaker 1991

(11)

(2) (3)

Gilbert (1991) Tauber (1972) 7 (1) (2) (3) (4) (嫺) (6) (7)

Buttle and Coates (1984) Tauber

8 (1) (2) (3) (4)

(嫺) (6) (7) (8)

Schiffman and Kanuk (2000) Tauber (1972)

Dawson Block and Rideway (1990)

(12)

(2003) 嫺31

Kim, Kang and kim (200嫺)

嫺嫺 419 (

) ( )

Westbrook Black (198嫺) (anticipated utility) (role enactment) (word of mouth) (choice optimization)

(affiliation) (power and authority) (stimulation)

Doddset al. 1991

Schiffman and Kanuk 2000 ‚ Purchase Intention

:

Kotler 2003 1

2

(Heijden and Verhagen, 2004; Jeong and Lambert, 2001; Schlosser,2003; Ree, 2003)

:

(13)

Zeithaml 1988 Heskett et al. 1994

(14)

H1 H1H1 H1 H2 H2H2 H2

H1;H2;H3

H4;H嫺;H6

H7

H8

H9

(15)

H3 H3H3 H3 H4 H4H4 H4 ( ) H嫺H嫺H嫺H嫺 H6 H6H6 H6 H7 H7 H7 H7

(16)

H8 H8H8 H8 H9 H9H9 H9

1. (1998) 2. (1) (2) (3) 1.

(17)

2. (1) (2) (3) (4) 1. :

Hepworth and Mateus(1994)

(2003 2. : (1) (2) (3) (4) 1. Tauber (1972) 7

(18)

Schiffman and Kanuk (2000) 2. : (1) (2) (3) (4) (嫺) (6) (7) 1. : Dodds et al. 1991 2. : (1) : (2) : (3) :

(19)

300

(George and Mallery 2003)

, Cronbach (George and

Mallery 2003)

(construct validity)

(20)

(construct validity)

H1 H2 H3 H4: H嫺 ( ) H6:

(21)

H7: H8: H9:

(22)

200嫺 919 1998 2004 1 1 7嫺-104 ,2007, Michael R. Solomon 2003 2007 , 4 3 273-288 2011 買行為之研究,行銷評論,第8卷,第2期,頁199-224。 2010 : 1-36

Aaker, D.,1991,Managing Brand Equity. New York: The Free Press.

Batra, Rajeev and Sinha Indrajit,2002, Consumer-Level Factors Moderating the Success of Private Label Brands, Journal of Retailing, 76(2),

pp.17嫺-91.

Buttle, F., and Coates, M. ,1984,Shopping motives. The Service Industries Journal, 4(1), 71-81.

Dawson, S., Bloch P. H., and Ridgway N. M., 1990, Shopping Motives, Emotional States, and Retail Outcomes. Journal of Retailing. 66(4),

(23)

Doddset al., Monroe, K. B., and Grewal, D.,1991,Effects of Price,Bands and StoreInformation on Buyers Product Evaluation,Journal of Marketing Research, 28(3), pp. 307-319.

Dick, A. S. and Basu, K., 1994, Customer Loyalty: Toward an Integrated Conceptual Framework,Journal of the Academy of Marketing Science, 22( 2), pp. 99-113.

Engel, J.F., Blackwell, R.D. and Kollat, D.T. ,1982, Consumer Behavior, 4th ed., New York: Dryden Press.Gabor, Andre and Granger C. W. J.,1979, On the Price Consciousness of Consumers, Management Decision, 17(8), pp. 551.

George,D.,and Mallery,P.,2003,SPSS for Windows Step by Step: A Simple Guide and Reference, Boston,MA:Allyn and Bacon.

Gilbert, D. C.,1991,An examination of the consumer decision process related to tourism .In Cooper, C. P. (Ed.). Progress in Tourism, Recreation and Hospitality Management Vol.3,pp. 78-10嫺, London: Belhaven Press.

Hepworth, M. and Mateus, P., 1994, Connecting Customer Loyalty to the Bottom Line, Canadian Business Review, 21(4), pp. 40-43.

Heskett, J. L., Thomas O. J., Gary W. L., W. Earl Sasser Jr., and Leonard A.S. ,1994,Putting The Service-Profit Chain To Work, Harvard Business Review, 72(2), pp. 164-172.

Heijden, H. V. and Verhagen, T. ,2004,Effects of word-of-mouth and product-attribute information on persuasion: An accessibility diagnosticity perspective. Journal of Consumer Research, 17(4), 4嫺4-462.

(24)

Succeed?,Sloan Management Review, 34(4) , pp. 嫺7-67.

Jeong, M. and Lambert, C. U. ,2001,Adaptation of an information quality framework tomeasure customers behavioral intentions to use lodgingweb sites. Hospitality Management, 20, 129-146.

Jones, H. and Farquhar, J. D., 2003,Contact Management and Customer Loyalty, Journal of Financial Services Marketing, 8(1), pp. 71-78.

Kent, L.G. ,1982, An Investigation ofthe Market for Generic Products. Journal of Retailing

Kim, Y. K., Kang J., and Kim M., 2003, The Relationships Among Family and Social Interaction ,Loneliness, Mall Shopping Motivation, and Mall Spending of Older Consumers, Psychology and Marketing. 22(12), 99嫺. Kim, Y. K., Kim E. Y., and Kang J., 200嫺,Teens mall shopping

Motivations : Functions of loneliness and media usage ,Family. 32(2), 140.

Kotler, P.,2003, Marketing Management, 10th ed., Prentice Hall, Inc. Heijden, H. V. and Verhagen, T. ,2004, Effects of word-of-mouth and product-attribute information on persuasion: An accessibility diagnosticity perspective. Journal of Consumer Research, 17(4), 4嫺4-462

Lichtenstein, D.R., Ridgway, N.M., and Netemeyer, R.G.,1993,Price

perceptionsand consumer shopping behavior: a field study. Journal of Marketing Research, 30, 234 24嫺.

Lumpkin, James R., Hawes Jon M., and Darden William R.,1986,Shopping Patterns of the Rural Consumer: Exploring the Relationship between

(25)

Shopping Orientations and Outshopping, Journal of Business Research, 14(1),pp. 63-8

Parasuraman, A., Zeithaml, V. A. and Berry, L. L., 1991, Refinement and Reassessment of the SERVQUAL Scale,Journal of Retailing, 67(4),

pp. 420-4嫺0.

Park, C.W., Jaworski, B.J. and MacInni,D.J. ,1986, Strategic Brand Concept-Image Management. Journal of Marketing, 嫺0, 13嫺-14嫺.

Plummer, J.T. ,1974, The Concept and Application of Life Style

Segmentation. Journal of Marketing, 38(1), 33-37.

Png, I.P.L. and Reitman David,199嫺, Why Are Some Products Branded and Others Not? Journal of Law and Economics, 38(1), pp. 207-24.

Rao, A.R. and Bergen, M.E. ,1992, Price premium variations as a consequence of buyers lack ofinformation. Journal of Consumer Research, 19, 412-423.

Raju, Jagmohan S., Sethuraman Raj, and Dhar Sanjay K.,199嫺,The

Introduction and Performance of Store Brands, Management Science, 41(6 ), pp. 9嫺7-78

Ree, M. J.,2003,Why review books,Journal of Educational and Behavioral Statistics,28(1), 71-72.

Richardson, Paul S., Jain,Arunk.,and Dick,Alan S.,Dick,1996, Household Store Brand Proneness: A Framework, Journal of Retailing, 72(2),pp. 1嫺9-8嫺

Schlosser, A. E.,2003, Experiencing products in the virtual world: The role of goal andimagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184-198.

(26)

Schiffman, L. G., and Kanuk, L. L.,2000, Consumer behavior,7thed., New Jersey:Prentice Hall.

Selnes, F., 1993, An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, European Journal of Marketing, 27(9), pp. 19-3嫺.

Sirohi, N., McLaughlin, E. W. and Wittink, D. R.,1998, A Model of ConsumerPerceptions and Store Loyalty Intentions for a Supermarket Retailer, Journal ofRetailing, 74(2), pp.223-24嫺.

Solomon, M.R. ,2005, Consumer Behavior: Buying Having and Being, 9th ed.,

New Jersey Prentice-Hall.

Starzynski, Greg,1993, The Private Label Consumer: Is There One?, 1993,Northbrook, IL: A.C.Nielsen

Tauber, E. M. ,1972, What do people shop? Journal of Marketing, 36(4), 46-嫺9.

Westbrook, R. A. and W. C. Black, 198嫺,A motivation-based shopper typology,Journal of Retailing .61(1), 78.

Zeithaml, V. A. ,1988,Consumer Perceptions of Price, Quality and Value: AMeans-End Modeland Synthesis of Evidence.Journal of Marketing, 嫺2, No.July, pp.2-22.

參考文獻

相關文件

The analytic results show that image has positive effect on customer expectation and customer loyalty; customer expectation has positive effect on perceived quality; perceived

The regression analysis results indicated that after the corporate image, service quality, satisfaction, perceived value and loyalty between each dimension and is

Thus, the purpose of this study is to determine the segments for wine consumers in Taiwan by product, brand decision, and purchasing involvement, and then determine the

Our major findings are: (1)The sex of consumers have significant effects on reverse product design but the remaining factors.(2)The mar- riage status of consumers

The results of this study are as follows: (1) most of consumers understand GM foods and know their negative impacts on human health, (2) most of consumers believe GM

This paper uses learning motivation, educational service quality, learning satisfaction and behavioral intention as scheme and uses one private university students as

The study suggests that brand equity has four sub-constructs, including brand awareness, brand association, perceived quality and brand loyalty.. The confirmatory

This research explores the service diversion factors of styles hair consumers, mutual interference among the characteristics, the diversion cost and the degree of